What sort of videos should your business be making?

What sort of videos should your business be making?

The era of video is upon us. People love consuming video content online. A 2017 prediction suggests that 80% of all consumer traffic will be video by 2021, so if you’re a marketer and you’re yet to create video content, the time really is now.

Video offers the opportunity for you to grab the attention of users long enough to prompt them to perform an important action, whether it be purchase one of your products, sign up to your database or like your page.

As an online marketer, the types of videos that you distribute to your audience will of course depend on who your target audience is and your objective, however here are a few video types that are proving to be successful right now.

Behind the scenes

To build brand awareness and brand loyalty, it’s important to show your users that your business has a human side. Improve the trust between you and your target audience and you’ll be sure to see a vast improvement in your conversion rate. What better way to build trust with your target audience than to give them ‘behind-the-scenes’ access to your business operations? Platforms like Facebook Live, Instagram Stories, Snapchat and Facebook Stories are great at cutting through to the right people in a ‘human’ way. A behind-the-scenes video could include an introduction to your team, a quick video tour of the office, or a Q and A with staff members.

Product or service promo

If you’re launching a new product or service, creating an eye catching and engaging video is a great way to get the word out. According to Wordstream, one-third of online activity is spent watching video and 92 percent of mobile video viewers share videos with friends. So, to create a killer promo video that spreads, think mobile first and make it engaging. Engaging types of online video are ones that are funny and ones that provoke conversation.

How-to

How-to videos are great for accompanying your product or service pages on your website. This type of video can involve step-by-step instructions on how to use your product or service. By offering your user a visual representation of your product or service, they can envisage how they would be able to use it once they make a purchase. This is particularly effective in driving more sales through your website.

Live streams

If the popularity of platforms like Instagram Stories, Facebook Live and Snapchat is anything to go by, people love live and quick video content. Today, marketing is all about telling stories and provoking conversation. No matter how mundane, quick live videos are a great way to show your target audience who you are, what you do and that you are relatable. These can be quick to execute and if done regularly, can help to keep your brand front of mind.

Online series

Platforms like YouTube, Facebook Live and Facebook Watch are showing us that long-form video is on the rise. If you have important information to share with your online community, a video series is a great way to do it via any of these platforms. Providing your target audience with a regular video tutorial, online workshop or brand update can help to expand your online community and keep your customers coming back.

Reviews

According to Think With Google, 62% of consumers watch product review videos before making a purchase. By including a product review on your product pages, you can significantly improve your conversion rate. If your business is service-oriented, video testimonials from clients are also highly effective.